Blackpool and Atlantic City, two iconic seaside towns, have long been magnets for tourists seeking leisure and entertainment. Yet, in recent decades, both cities have faced economic decline, struggling to sustain their allure in the face of shifting travel trends and competition. While Blackpool’s golden era as Britain’s premier holiday destination has faded, Atlantic City attempted to reinvent itself with a bold gamble on casino gaming. The results were dramatic — a boom that reshaped the city, albeit with significant growing pains. Could Blackpool learn from its transatlantic counterpart’s experiment?
Blackpool: Britain’s Seaside Star Dimmed
In its heyday, Blackpool epitomized British seaside escapism. The Blackpool Tower, Pleasure Beach, and annual Illuminations drew millions of working-class families to its sandy shores. However, the rise of budget airlines and package holidays to Spain and beyond drained Blackpool of its loyal patrons. Left with declining visitor numbers and aging infrastructure, the city has since struggled to modernize its appeal.
As Blackpool’s fortunes waned, so did its sense of identity. What was once a bustling hub of seaside culture now struggles with high unemployment, aging housing stock, and a reputation for stag and hen parties. Attempts to revive the town have yielded mixed results. While events like the Illuminations continue to draw crowds, they lack the transformative economic impact required to reverse decades of decline. This raises an important question: what more can be done to revive Blackpool?
Atlantic City’s Big Bet
Atlantic City, on the New Jersey coast, shares a similar story. Once a glamorous resort town known for its boardwalk and bustling nightlife, it saw its fortunes wane by the 1960s. In 1976, New Jersey made a daring move to legalize casino gambling, positioning Atlantic City as a contender to Las Vegas. The influx of casinos brought jobs, tax revenue, and millions of visitors, transforming the city into a regional entertainment hub almost overnight.
The initial success of Atlantic City was driven by its location. Situated near major urban centers like New York and Philadelphia, it became an accessible getaway for millions. Casinos such as Caesars, Bally’s, and the now-defunct Trump Plaza dominated the city’s skyline and its economy. For a time, Atlantic City enjoyed a period of unprecedented growth, with gaming revenues fueling infrastructure improvements and public services.
Economic Impact: A Billion-Dollar Industry
As of 2023, Atlantic City’s casinos generated over $3.27 billion in total revenue, with approximately $2.9 billion coming directly from gaming activities such as slot machines, table games, and sports betting.
Additionally, non-gaming revenue from hotel stays, dining, shopping, and entertainment contributed around $370 million to the local economy.
This diversification has allowed Atlantic City to create a more resilient economic model than its earlier reliance on gaming.
According to Jackpot Sounds, the legal framework in New Jersey has also facilitated partnerships between brick-and-mortar casinos and online gaming platforms. This innovative approach has expanded the reach of Atlantic City’s casinos into the digital realm, enabling players to engage with licensed operators from the comfort of their homes while maintaining regulatory compliance.
Taxation: The Financial Backbone
Taxation on casino revenues plays a crucial role in supporting Atlantic City’s financial ecosystem.
Casinos are subject to an 8% gross gaming revenue (GGR) tax, contributing approximately $240 million to New Jersey’s state budget in 2023 alone.
Additionally, an Investment Alternative Tax (IAT) of 1.25% on revenues generates funds for urban development projects through the Casino Reinvestment Development Authority (CRDA).
In 2023, this tax generated around $40 million for various initiatives aimed at improving public services and infrastructure.
Property taxes on casino real estate also contribute significantly to local finances. In 2022, property taxes from casino properties accounted for over $150 million in funding for essential services such as police and fire departments and public education.
The Drawbacks of “Betting It All”
Atlantic City’s story is a cautionary tale. While the gaming industry initially injected life into the local economy, it also entrenched economic disparities. Neighborhoods outside the casino district saw little improvement, with crime and poverty persisting as stubborn issues. Over time, reliance on a single industry proved unsustainable, especially as regional competitors siphoned away its customer base.
The 2008 financial crisis exposed Atlantic City’s vulnerabilities. As disposable incomes fell, so did gambling revenues. Compounding the issue was the proliferation of online gambling and the legalization of casinos in neighboring states like Pennsylvania and Maryland. By the mid-2010s, several high-profile casinos had shuttered their doors, leaving behind vacant properties and a tarnished reputation.
Blackpool’s Attempt to Double Down
Blackpool has flirted with the idea of casinos as a catalyst for revival. In the early 2000s, city leaders pitched the town as the ideal location for the UK’s first “super-casino,” a project that promised jobs and investment. Despite initial enthusiasm, the proposal faced political resistance and was ultimately shelved. The disappointment left Blackpool reliant on its traditional attractions, which, though beloved, have struggled to compete in an increasingly globalized tourism market.
Moreover, Blackpool’s challenges are compounded by broader economic trends. The decline of domestic tourism in favor of international travel has placed the town at a disadvantage. Efforts to modernize have been piecemeal, with incremental improvements failing to address systemic issues such as housing blight, unemployment, and an aging demographic.
Lessons from Across the Atlantic
What can Blackpool learn from Atlantic City’s experience? The parallels are clear, but so are the pitfalls. Here’s how Blackpool can turn the lessons of Atlantic City’s gaming boom into a winning hand:
1. Diversify the Appeal
Atlantic City learned the hard way that an overreliance on casinos leaves a city vulnerable. Blackpool must avoid this trap by broadening its portfolio. Expanding beyond traditional seaside attractions to include cultural events, wellness tourism, and eco-friendly initiatives could entice a new generation of visitors.
For instance, Blackpool’s historic venues such as the Winter Gardens could be repositioned as cultural hubs hosting year-round events. Investment in art installations, music festivals, and culinary experiences could attract a more diverse audience, moving beyond the stag and hen party demographic.
2. Build Strategic Partnerships
Atlantic City’s gaming boom was fueled by partnerships between public and private sectors. For Blackpool, collaboration with developers, investors, and government agencies could unlock funding for modernization projects and infrastructure upgrades.
Blackpool’s stakeholders could look to partnerships with global hospitality brands, technology firms, and even educational institutions to create a more dynamic economy. A tourism innovation center, for example, could serve as a testing ground for new ideas in sustainable travel and entertainment.
3. Invest in Accessibility
A critical factor in Atlantic City’s early success was its accessibility from major urban centers. Blackpool’s connectivity could use a similar boost. Upgraded rail links and a revitalized airport could make it easier for both domestic and international tourists to visit.
The potential for improved connections to Manchester Airport and high-speed rail links to London could dramatically increase visitor numbers. Beyond transport, investment in digital connectivity—such as citywide Wi-Fi and mobile apps for tourists—could enhance the visitor experience.
4. Address Social Inequities
Economic growth must benefit the broader community, not just tourists. Blackpool can learn from Atlantic City’s missteps by integrating community-focused initiatives into its development plans, such as affordable housing, job training programs, and crime reduction strategies.
Creating pathways for local residents to participate in the town’s revitalization is essential. From skills training in hospitality to grants for local entrepreneurs, Blackpool must ensure that its renaissance is inclusive and equitable.
5. Embrace Technology
The digital age has transformed tourism and entertainment. Blackpool could leverage technology through virtual reality tours, digital marketing campaigns, and online ticketing platforms, ensuring it remains relevant in a tech-savvy world.
Additionally, the integration of smart technology into attractions—such as augmented reality experiences at the Blackpool Tower—could set the town apart from competitors. An app-based loyalty program could incentivize repeat visits, offering discounts and exclusive access to events.
A New Vision for Blackpool
The story of Atlantic City offers both inspiration and caution. Blackpool must craft a vision that balances tourism growth with community needs and sustainability. Rather than placing all its chips on gaming, the city has an opportunity to position itself as a diverse, inclusive, and forward-thinking destination.
This vision requires bold leadership and a willingness to embrace change. From reimagining the Pleasure Beach as a world-class theme park to introducing green energy initiatives along the promenade, the potential for transformation is immense. However, such ambitions will require coordinated efforts from local government, private investors, and community stakeholders.
The Road Ahead
Blackpool’s future isn’t written yet. By heeding the lessons of Atlantic City’s rise and fall, this storied seaside town can reinvent itself for the 21st century. The stakes are high, but with a strategic, sustainable approach, Blackpool could once again shine as a beacon of leisure and innovation on the British coast.
The road to revival will not be without challenges. Yet, with a clear vision, a commitment to inclusivity, and the courage to adapt, Blackpool has the potential to reclaim its place in the hearts of travelers worldwide. The tale of two cities need not end in parallel decline; instead, it could be a story of shared renewal and reinvention.